EXPERIENCE MAPPING
Isa, Babette, Vivian, Isabella, Lisa
An experience map is a strategic tool for capturing and presenting key insights into the complex customer interactions that occur across experiences with a product, service, or ecosystem. At the heart of an experience map lies the customer journey model, an archetypal journey created from an aggregate of all customers going from point A to point B as they attempt to achieve a goal or satisfy a need.
The 4 Steps
Step 1 Research and discovery process: What channels does your target group use? Why does your target group use these channels? What touchpoints does your company have?
r
questionsyoucould ask yourself
Tip: Read customer reviews
Making a customer journey
Tools you could use:
Try to think as your customer Use sticky notes to create a customer journey (toast.com) Touch points can be via thinking, seeing, hearing, feeling, doing.
Step 2 Chart the course
Try to find out if you have any Strategic insights, recommendations and design principles which could positively influence your customer journey.
To have a clear overview of the journey, you will need to: - Identify the stages of the typical customer journey - Make building blocks to provide structure to the journey - Identify key opportunities as you work Tip: Think about stakeholders
r
Stages
r
Building blocks
Step 3 Tell The story First, you will need to make some decisions about what will be included in your story, and wat won’t.
- Have a point of view (what are the key points / story) - Consider your audience (which insights are essential) - Design for impact (what is the next step to do) Tip: Have hierarchywithinyour map
“You want to tell a story, but it has to be a true story.”
Step 4 Use your map What are the opportunities with your map? - Issue/ opportunity identification and prioritization - Experience storyboards - Future experience mapping (Think about cross-channel experience principles) Tip: Connect your touchpoints within the story
Tool you could use:
All the groups will switch from map and have to see if they understand it without any help.
Examples
Dus in het kort, experience mapping gaat erover dat een bedrijf goed in kaart brengt wat zijn customer journey is (vooral de touchpoints dus). Door dit te doen kan het bedrijf zelf zien of alles een match is (zodat de aandacht van de klant blijft), of dat dit helemaal door elkaar loopt en de klant niet weet waarop te focussen. Door deze map te maken kom je erachter wat je klant nodig heeft om op een goede manier je product aan te kunnen schaffen/ gebruik te maken van je dienst. Op die manier kun je een relatie opbouwen met je klant. Belangrijk: houdt tijdens het maken van deze experience map altijd de stakeholders in je achterhoofd! Onthoud, het is geen eenzame reis. Waarom experience mapping? Op deze manier gaan bedrijven sneller kijken naar het gehele plaatje van de touchpoints die ze hebben. Hierdoor komt te focus te liggen op the customer journey binnen verschillenden kanalen, touchpoints, tijden en plaatsen.
“Like any good story, there's a beginning, a middle, and an end.�